Online bookmakers that service the UK market provide some of the best online betting offers in the industry.  Operators are always looking to attract new customers and maintain the loyalty of existing ones.  These brands use the best betting offers to meet these objectives. There are two types of bookmaker offers:

  • Betting offers for new customers.
  • Betting offers for existing customers.

Apparently, most online bettors in the UK have two active accounts but are open to registering with one more bookmaker. The UK betting offers are used by bookmakers to persuade potential new customers to open a new account.  Many bettors are fickle and will open an account, claim one of the betting offer types but not make a deposit and start to bet.

The purpose of this article is to review bookies sign up offers and welcome bonuses.  All the established UK brands have online betting deals. These deals complement the operator’s range of sports, leagues and betting markets. We will be updating this page with the latest betting site promotions.  There are so many to choose from so we are creating a guide to the best betting offers.

Types Of Online Sports Betting Bonuses

 Betting bonuses can be claimed by new and existing customers. The first requirement is registering with an operator.  This process involves entering personal details and specifying a Username and Password. There is an optional field for a bonus code which activates the first stage of the bookmaker offers.  Some offers require a qualifying deposit and others are no deposit welcome bonuses. Other offers require a qualifying first bet and others are no bet welcome bonuses. 

 Betting offers for new customers often have a time limit while betting offers for existing customers are more likely to be open-ended. UK betting offers are subject to the bookmaker’s specific and general Terms & Conditions.  There are often turnover and odds restrictions related to the best betting offers.  The online betting deals are linked to a qualifying deposit, qualifying bet or combination of a qualifying deposit and bet.  Here are 11 betting offer types:

Sign Up / Welcome Bonuses

 Most UK operators offer new customers a sign up welcome bonus.  The most common betting site promotions for new customers are matched deposit bonuses or matched bet bonuses. The value of the bonus is related to the initial deposit and/or bet. Generally, there are 3 types of matched bonus:

  •  100% matched bonus when the bonus equates to the qualifying deposit or bet.
  • 200% matched bonus when the bonus is twice the qualifying deposit or bet.
  • 50% matched bonus when the bonus is half the qualifying deposit or bet.

 There are other variations such as the Ladbrokes 400% matched bet bonus. New customers can claim £20 in the form of free bets after betting £5. The William Hill offer is a bet 10 and get 30 deal which equates to a 300% matched bet bonus.  888Sport offers new customers a 100% matched deposit bonus.  New customers must stake a certain amount at minimum odds before having access to any betting funds that they have claimed or won using one of these free bet offers.

Free Bet Offers

 The best bet offers are often free bet bonuses for new and existing customers. Free bets can be claimed when a new player opens an account or an existing player qualifies by following a number of steps.  Free bet bonuses can be generic or related to a specific sport and event.  Online betting deals for new customers include free bets but there are staking and odds restrictions. The stake is not included with any winnings from a free bet.

Here are a few of the best free bet offers for new customers:

Bet£10 Get£30 in Free Bets

18+ Eligible UK+IRE players.  Min first £5 bet within 14 days of account reg at min odds 1/2 = 4x £5 free bets. Free bets valid for 4 days, stake not returned. No cashout, restrictions + T&Cs apply.

Free £20 Exchange Bet

New customer offer. Place 5 x £10 or more bets to receive £20 in free bets. Repeat up to 5 times to receive maximum £100 bonus. Min odds 1/2 (1.5). Exchange bets excluded. T&Cs apply.

Get up to £30 in Free Bets

New UK and Ireland Customers Only. Min Deposit: £/€10. First Deposit matched up to £/€30. 1 x wagering at odds of 1.75+ to unlock Free Bet. Credit Card, Debit Card & PayPal deposits only. Additional Terms Apply

Some operators credit existing customers with free bets. There are usually qualifying Terms & Conditions and the offer is associated with a high profile sporting event.  Existing customers can benefit from a range of free bet bonuses during the Cheltenham Festival in horse racing and Euro 2020 in football.  The free bet value is often limited and usually no more than £50.  One of the best online offers for current players is the bet365 risk free bet offer.

Bet X Get X Offers

 These betting offer types are matched bet bonuses. The value of the free bet is related to the value of the qualifying bet. Here are examples of a Bet £10 Get £30 and Bet £10 Get £40 free bets offer.

Betfair Bet £10 Get £40

This welcome offer is subject to the following Terms & Conditions:

  • New registrations with Betfair in the UK and Ireland.
  • Optional Betfair promo code.
  • Initial deposit of £10 or more.
  • Qualifying bet for £10.
  • Claim £40 in the form of free bets.
  • Free bet stake is not included in any winnings.
  • General Betfair Terms & Conditions apply.

William Hill Bet £10 Get £30

This welcome offer is subject to the following Terms & Conditions:

  • New registrations with William Hill in the UK and Ireland.
  • Optional William Hill promo code.
  • Initial deposit of £10 or more.
  • Qualifying bet for £10.
  • Claim £30 in the form of free bets.
  • Free bet stake is not included in any winnings.
  • General William Hill Terms & Conditions apply.

Acca Bonus Offers

 Several UK-facing operators offer the accumulator bonuses insurance concession. Football accumulator insurance is related to multiple bets with four or five and more legs on matches in the main domestic football leagues in Europe.  If one selection in the bet does not win, customers are credited with a refund of the stake in the form of a free bet. Bets must be placed at minimum odds, for each leg or the combined odds. Some bookmakers specify that the free bet must be used on another accumulator while others just require that the free bet is used on a sports market.  Here are some of the UK online bookmakers that offer acca insurance: William Hill, Ladbrokes and Paddy Power.

Enhanced Odds Offers

 Some bookmakers offer odds boosts for single bets or multiples.  These bookmaker offers are for existing customers and are rarely part of a welcome bonus. Odds boosts are related to specific sporting events.  Typically, an operator will offer enhanced odds for a market in a major Premier League or Champions League fixture. There are often staking restrictions related to enhanced odds and any bet with a stake above the minimum stake will be settled at the regular odds.  In some instances the extra returns are paid in the form of a free bet.  Enhanced odds are applied to individual matches and accumulators. The acca boost is one example of enhanced odds bookmaker offers. Coral, 888Sport, William Hill and Ladbrokes offer enhanced odds.

Cash Back Bonuses

 Cash back bonuses are refunds from losing bets. Customers with some UK-bookmakers receive real money bonuses after losing a certain amount. These refunds are rarely paid in the form of free bets but appear in an account as betting funds. Bookmakers refund stakes over a certain period of time, such as one week or one month.  There are generally no restrictions on how the refund can be used and any bets are not subject to odds and staking limits. Cash back bonuses are usually generic and not related to a specific sport or event.  Weekly cash back bonuses are usually paid each Monday morning and are linked to turnover in the previous week. Cash back bonuses are not the same as cash out offers which five customers more control of their bets .BetVictor offers an automatic cash refund if a backed horse loses all chance at the start of a race. 

Extra Places Offers

 A number of sports betting UK operators offer extra places on selected horse races. Each way bets are settled in line with the following place terms:

Less than 5 runners: win only.

6-7 runners: one quarter the odds for 2 places.

8 runners or more: one fifth the odds for 3 places:

12-15 runners in a handicap: one quarter the odds for 3 places.

16 runners or more in a handicap: one quarter the odds for 4 places.

 Betfred is one bookmaker that offers extra places. The concession is usually for a high profile handicap with more than 16 runners. The operator settles each-way bets for five or six places.  Betfred offers extra places for the Grand National which has a maximum field of 40 runners.  Non runner no bet offers complement extra places on the major meetings and races.

Early Payout Offers

 A popular offer on UK betting sites is early payout bonuses. This offer applies to the three-way match winner market in football matches. If the backed team leads by two goals the bet is settled as a winner. The same early payout applies to selections in a multiple bet.  The bonus is not paid in the form of free bets but as real cash. Early payout bonuses apply to many domestic Leagues including the Premier League in England and the Champions League and Europa League.  There are no minimum and maximum staking limits for this offer. The bet365 early payout bonuses come into play when a team establishes a two goal lead. The payout bonus stands regardless of the outcome of the match.

Free Bets No Deposit Offers

 In the area of the best online betting offers, there are few deals that are not linked to an initial deposit.  There are a number of no deposit bonuses but these are rare.  The way bookmakers pay tax   has changed so it is less viable to offer free bets that do not require a deposit. The free bets are credited when a customer has created a new account.  The value of no deposit free bets is often moderate and the bonus does not provide a major incentive to open an account. The free bets are not subject to staking and odds requirements but the stake is not included with any winnings from a free bet.  Free bets no deposit offers are usually associated with casinos and not sportsbooks.

Reload Offers

 Reload bonuses are related to a deposit after a customer has not deposited funds or bet for a specific period of time. The objective is to provide an incentive for a lapsed player to make a deposit and starting betting again. Reload bonuses are one of the bet betting offers for existing customers.  Current players will have claimed the welcome bonus and are entitled to ongoing promotions for existing customers. Reload bonuses are not sport or event specific and there are usually no restrictions on how the customer can use the bonus, but it is generally limited to sports bets. Some bookmakers apply rollover requirements and the bet365 reload bonuses are popular. 

Loyalty & VIP Bonuses

 Loyalty and VIP bonuses are often credited in a customer rewards program. There is a hierarchy of levels based on stakes during a specific period of time. As customers graduate through the levels, there is an increasing range of free bets, promotions and odds boosts. High staking customers are often targeted to join a VIP program. The benefits are designed to encourage the customer to bet.  There are no charges for joining a program and the most valued customers are approached and they may have an account manager.  One of the best examples of this type of offer is the 888Sport loyalty & VIP bonuses scheme that has six levels linked to turnover.


 The British online betting industry is highly competitive. It includes established betting brands that have retail betting offices in the UK. The market also features operators that only offer online betting.  Bookmakers are constantly trying to increase their market share by attracting new customers and encouraging existing customers to bet.  A major part of the marketing and promotion budget is spent on online betting deals. These are advertised on television and in the Press.

The best online betting offers are transparent and easy to achieve. The UK Gambling Commission introduces and monitors compliance rules in the context of bookmaker offers.  Operators that are licensed and regulated in the UK have to be seen to be acting in the right way.  Most meet these standards which means new and existing customers can enjoy the benefits of the best online betting offers safe in the knowledge they are genuine and realistic.